Comments on: ROI-Return On Influence http://directmarketingobservations.com/2009/05/28/roi-return-on-influence/ Quick hits on Social Media, Marketing, and Technology Wed, 23 May 2012 22:06:45 +0000 hourly 1 http://wordpress.com/ By: Is time-on-site a useful measure for online communities? | FreshNetworks Blog http://directmarketingobservations.com/2009/05/28/roi-return-on-influence/#comment-3444 Mon, 08 Jun 2009 08:31:19 +0000 http://directmarketingobservations.com/?p=1767#comment-3444 [...] ROI-Return On Influence (directmarketingobservations.com) [...]

]]> By: Niall Cook http://directmarketingobservations.com/2009/05/28/roi-return-on-influence/#comment-3412 Mon, 01 Jun 2009 17:00:51 +0000 http://directmarketingobservations.com/?p=1767#comment-3412 Thanks for keeping the debate going. I think it’s an important one. Correct me if I’m wrong, but what you are saying is that a whole raft of influence ‘indicators’ can be measured. With that I agree (although we can all debate whether they are the right indicators).

But each one of those indicators does not equal influence. Influence is at best a combination of those things, and probably some other stuff too (which definitely cannot be measured). The problem I have is that I don’t see anyone trying to define that magic combination that might help us measure influence, but maybe I just haven’t looked hard enough.

That’s why I say it’s futile. Maybe it’s semantics here but if we actually mean reach, let’s talk about measuring reach – not influence. They are not the same thing.

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